Sofn'free GroHealthy Introduces Sulfate-free Shampoo and Explains Proper Shampoo Routines for Textured Hair

A common hair blunder among women with thick, textured hair is failing to wash it often enough. The introduction of Sofn'free GroHealthy's new sulfate-free moisturizing shampoo gives the company the opportunity to set the record straight.

ATLANTA (I-Newswire) December 8, 2011 - A common hair blunder among women with thick, textured hair is failing to wash it often enough, according to Will Williams, Director of Education at M&M Products Company, maker of Sofn'free GroHealthy hair care products. "For hair to thrive, the scalp and strands have to be clean, regardless of hair type, curl structure, or degree of dryness." The introduction of Sofn'free GroHealthy's new sulfate-free moisturizing shampoo gives Williams the opportunity to set the record straight on how to cleanse textured hair, natural or relaxed. Here, he explains what to use, what to avoid, when to use it, and why.

Be Hands-on like a Pro
Use lukewarm to warm water at the start and finish. Using the balls of fingertips, massage in circular motions onto thoroughly wet hair for 1-3 minutes to enable the shampoo to work its way throughout the strands and scalp. Afterward, towel-blot the hair by laying the towel on the hair and pressing to remove water. Do not rub, because rubbing can cause frizzies by splitting the cuticle and disrupting the complexion of the strand. Next, untangle the hair with a wide-tooth comb, starting at the back of the head and working up to top making small partings. At each section, start at the ends and work toward the scalp. At the temples, work inward to the crown. At the front hairline, comb hair forward and work back to crown. Rub a dollop of conditioner between the palms to warm it before apply it to the hair. Start from the roots and finger-comb it to the ends of detangled hair. Slip on a cap or baggy for the duration of the shower. Rinse well, towel-blot, and comb again gently.

Come Clean and Triple Up
Buildup of sebum, styling products and everyday dirt could hinder hair growth and manageability. To ensure hair is clean but not stripped of moisture, Williams recommends upgrading the shampoo experience by alternating three cleansing formulas throughout the month: 1) sulfate-free shampoo, 2) clarifying shampoo and 3) conditioner.

Purge Sulfates
Consumers have become increasingly wary of sulfates in shampoos, the foaming ingredient that can strip hair of natural oils, causing damage and dryness. Yet some women still want suds in the cleansing process. The new Sofn'free GroHealthy Sulfate-free Moisturizing Shampoo satisfies both sets. It contains gentle surfactants, not sulfates, that loosen and suspend oils and debris in lather.

Science Lesson: At the microscopic level, one end of a surfactant molecule draws to water, the other repels it and attaches itself to oils in dirt. These opposing forces create a back and forth motion that loosens dirt and suspends it in the suds, ready to rinse away with warm water.

Aim to Clarify
Every hair type, relaxed or natural, requires at least monthly clarifying washes, even dry hair, as long as deep conditioning follows to replace the conditioners. A deep cleanse removes product buildup, heavy minerals and salts, medications and chlorine. Curls worn with true curl definition that require multiple layers of holding, molding or curly-enhancing products could require up to bi-weekly clarifying. Just as with a moisturizing shampoo, avoid shampoo formulas containing sulfates that could strip natural hair oils and affect color. Always follow clarifying with a deep conditioner.

Condition Unconditionally
Condition after each shampoo, but also consider conditioner washing, also known as co-washing or no-poo, on days hair is relatively clean but needs refreshing or taming. This involves no shampoo, just a conditioner that acts as a light cleanser while it coats the hair cuticle.

Science Lesson: Each strand has a light negative electric charge called an anion. That anion requires a neutralizing conditioner to decrease static electricity and to smooth down the outer layer hair cuticle. Even after a rinse of water, some conditioner remains on the hair due to the strong positive-negative charge attraction. The cleaning part comes into play when the conditioner's surfactants surround dirt, dislodge it, and rinse away.
Sofn'free GroHealthy Really Deep Conditioning Treatment with menthol is also an invigorating co-wash. It rinses easily, leaving just enough olive oil, omega 3 and milk protein to strengthen and protect strands.

About Sofn'free GroHealthy
Made without sulfates, parabens, mineral oil or petrolatum, the new Sofn'free GroHealthy shampoo contains omega 3, milk protein and olive oil to nourish, moisturize and protect the hair and scalp. It will be available January 2012 at beauty supply stores and online at (12 fl oz for $4.99).

The Sofn'free GroHealthy hair-care line also includes treatments and maintenance formulas for textured hair to make it more manageable, nourished and strong. Prices range from $1.99 for the single-application treatment packet to $4.99, $5.99 and $6.99 for maintenance and treatment formulas and relaxer kits. For styling and care tips or more information, visit and its branded Facebook, Twitter and YouTube channels.

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Established in 1973, M&M Products Company is a pioneer in ethnic hair care. Based in Atlanta, it markets therapeutic and maintenance hair care and grooming products. Brands: Sofn'free, GroHealthy, Bump Patrol, Curly Perm, Easy Wave, and Salon Quality.

About Sofn'free GroHealthy

About M&M Products Company, Maker of Bump Patrol

M&M Products Company was established   More.. in 1973 by two young African-American pharmacists, who introduced a groundbreaking hair-care solution specifically for people of color. By the early 1980s, they cultivated the Atlanta-based company into one of the top ethnic hair-care companies in the world and one of the fastest growing companies on the Black Enterprise list. After twice changing ownership, M&M Products Company is now privately owned by Iqbal and Yunus Kalla. The company continues to market therapeutic hair-care and grooming products for people of color under the brand names Sofn'free n'pretty, Bump Patrol, Curly Perm, Easy Wave, Salon Quality, and GroHealthy. M&M Products Company products are sold in Wal-Mart and Target stores, drug stores, grocery stores, beauty supply stores and barber shops in every major African-American market and throughout Europe, Africa, and the Caribbean. More about the company and its products can be found online at and

Contact Information

Sofn'free GroHealthy
Lisa Sperling
1355 Terrell Mill Road
Building 1480
Phone : 770-736-3573

Published in:

Lifestyle > Beauty

Published On:

December 8, 2011

Print Release:

Print Release

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